Building Brand Lochte

JEAH

Olympian Ryan Lochte has parlayed his success in London into front-row seats at New York Fashion Week. And that's just the beginning. Rebecca Dana on his upcoming menswear collection, reality-TV projects—and a line of bedding.

Published Sep. 11 2012 4:45AM EDT

articles/2012/09/11/building-the-lochte-empire/ryan-lochte-fashion-week-dana_waeeiv — Astrid Stawiarz / Getty Images

articles/2012/09/11/building-the-lochte-empire/ryan-lochte-fashion-week-dana_rfxw7z

You may not be able to sleep with Ryan Lochte, the Olympic swimmer and ubiquitous grinning presence at New York Fashion Week. But pretty soon, you might be able to sleep on him.

The 28-year-old 11-time Olympic medalist is in talks to develop a line of Lochte-branded bedding made out of...

Rebecca Dana

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Building Brand Lochte

Olympian Ryan Lochte has parlayed his success in London into front-row seats at New York Fashion Week. And that's just the beginning. Rebecca Dana on his upcoming menswear collection, reality-TV projects—and a line of bedding.

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Rebecca Dana